From The Economic Times · PTI · · 1m 10s
Diageo India revamps McDowell's No.1
Diageo India launches premium McDowell's No.1 to attract modern consumers.
In brief
Diageo India launches premium McDowell's No.1 to attract modern consumers. Diageo India revamped McDowell's No.1 with premium blend and identity to target mass-premium whisky drinkers seeking quality over price. Originally reported by The Economic Times.
Diageo India revamps McDowell's No.1
Diageo India has revamped its 125-year-old flagship whisky brand McDowell's No.1 to strengthen its position in the mass-premium segment and appeal to new consumer generations.
New premium blend introduced
The revamped brand uses select imported Scotch, Indian malts, premium grain spirits matured in select oak and American barrels, blended across India and Scotland.
Brand identity refresh
Diageo India introduced a redesigned bottle and contemporary visual identity to strengthen appeal among millennials and legal-age consumers seeking modern, aspirational offerings.
Consumer research
Diageo India conducted consumer research with over 10,000 consumers across 11 markets before revamping McDowell's No.1.
Ruchira Jaitly's statement
Ruchira Jaitly, Diageo India's Chief Marketing Officer, said today's whisky drinker redefines value through quality, craftsmanship and experience, not just affordability.
“Today's whisky drinker is redefining value. It's no longer just about affordability, but also about quality, craftsmanship and experience.”
Market impact
McDowell's No.1, selling over 30 million cases annually, aims to redefine India's mass premium whisky segment as consumer preferences shift toward quality and experience.
In short
Diageo India revamped McDowell's No.1 with premium blend and identity to target mass-premium whisky drinkers seeking quality over price.
